Service Marketing Applied In Fujian Electric Power Company

With the ever-developing market economy and ever-transforming economy system, the revolution of electrical power system is imperative. It is vital to explore how to improve operating performance and service level of a power supply company to meet the demand of social development in the new situation. To thoroughly apply service marketing helps to improve competitiveness of a power supply company. It is beneficial for national regulatory authorities to strengthen efforts in supervising electricity market so that power supply companies can serve the society better and shoulder the social responsibility. Services marketing is an essential means for a power supply company to seek their own development. Looking back on the past few years of development, power supply company has achieved plant-grid separation, power grid ever-strengthening, serving process ever-optimizing, service content ever-enriching, service timing ever-shortening, service manner ever-improving. In the meanwhile, SGCC keeps self pressurized by releasing new "10commitment" to the public in2011. In the new "10commitment", the promised timing for business expanding is shorter than that as Electricity regulation ruled in2006and the timing for power supply recovery for defaulting clients has been shortened from48h to24h in the "10commitment" released in2011. Service Marketing plays an important role in the development of a power supply company.Currently, it is a critical period of building west of Straits for Fujian Province, thus it is profound to deal with the relationship between electric first and social development. In order for Fujian Electric Power Company to thoroughly apply "ensure people’s livelihood and promote power supply" and to give full play of "electric first", this paper is based on Service Marketing7P theory, combined with practical operation of Fujian Electric Power Company, adopts the method of standard research and case study, analyzes the current problem and its reason, finally draws conclusion that in order to achieve sound and fast development, Fujian Electric Power Company has to transform its marketization concepts, started with inner and outer mechanism, and service marketing promotion. It is finally pointed out6strategies and advices about service marketing. The feature of this paper is that it is combined with the characteristics of Electric power industry and practical operation of Fujian Electric Power Company and author’s years of working experience in electric marketing, basing on Service Marketing7P theory, systematically proposes the strategy of Service marketing for Fujian Electric Power Company. It is a good reference for Fujian Electric Power Company and its peers in other provinces.This paper is divided into six parts as followings. The first part is introduction which aims to introduce the research background, method and frame. The second part is some basic concepts and relevant theory which focus on the western Service Marketing theories and marketing mix theories and also interpretation of electrical terms and theory. In the third part, we look back on the development history of Fujian Electric Power Company and its status quo. Existing problems and the necessity to promote Service Marketing have also been pointed out in this part. The marketing environment is analysed and successful experience of some well-known companies is referred. Advices referred to service marketing are provided in the fifth part, while the sixth part is conclusion and prospect.